WMG to license content globally for MTV's platforms.
MTV Networks and Warner Music Group Corp. today (Sept. 26) unveiled what they describe as "an unprecedented global licensing agreement" covering the use of WMG's music videos on MTV's mobile platforms.
Effective immediately across the globe, the agreement allows MTVN to create and distribute new short-form video content for mobile devices containing WMG repertoire.
Both parties claim this is the first global agreement of its kind between a media company and music label dealing with programming on mobile networks. Terms of the deal have not been disclosed.
Programming developed by MTVN featuring music video content from WMG will be available for mobile devices in streamed and downloaded video on-demand formats.
Programming will be available across the company's brands and wireless sub-brands. Those include MTV, MTV2, MTV Español, mtvU, VH1, CMT and LOGO as well as its international brands VIVA, TMF (The Music Factory) and Flux.
MTV says consumers' access to content will be through subscription and a la carte pricing models.
Outside the US, MTV Networks International claims to have mobile video distribution deals allowing to reach 400 million subscribers across Europe, Asia and Latin America.
"Today's digital age has created a new world in the music industry, one that requires innovative thinking about the way business has to be done to meet the evolving needs and demands of our audiences," said in a statement Judy McGrath, chairman and CEO of MTV Networks.
She added, "This is a great leap forward in the evolution of our mobile video strategy, and we look forward to developing more exciting initiatives in this space over the year to come."
"This is a highly unique and exciting relationship, one that helps us realize the full potential of our music video assets while giving Warner Music's emerging and established artists new platforms for reaching more of their fans on a global scale," said WMG chairman and CEO Edgar Bronfman Jr.